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Customer Experience –
More than meets the eye
Tuija Riekkinen
Senior Consultant
I am a rare combination of a digital nativ...
What is digital presence
“Digital presence is a content-rich
communication and commerce
focused channels that exist on a
t...
“Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and ar...
“Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and ar...
“Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and ar...
“Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and ar...
“Digital presence is a content-rich
communication and commerce
focused channels that exist on a
technology platform and ar...
Product recommendation
Consumer Experience for
Product recommendation
Product
recommendation
Types of impulse purchase
What kind of product is most suitable
per type of ...
Consumer Experience cannot be designed in
vacuum
• It is not enough to know the dreams and needs of the end-user, but you ...
Further reading
https://research.libraries.wsu.edu:8443/xmlui/bitstream/handle/2376/387
/d_parboteeah_072805.pdf?sequence=...
Thank you!
Twitter: @tuijar
Linkedin: https://fi.linkedin.com/in/tuijariekkinen
Slideshare: http://www.slideshare.net/Tuij...
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Customer Experience - More than meets the eye

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Don't try to design your Customer Experience in vacuum. Be the one who brings the organisation together to deliver the world-class customer experience!

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Customer Experience - More than meets the eye

  1. 1. Customer Experience – More than meets the eye Tuija Riekkinen Senior Consultant I am a rare combination of a digital native, an innovator and creative yet practical professional with years of hands on experience.
  2. 2. What is digital presence “Digital presence is a content-rich communication and commerce focused channels that exist on a technology platform and are used by many people” Slightly edited definition of digital presence from Lisa Welchman’s book Managing chaos – Digital Governance by Design
  3. 3. “Digital presence is a content-rich communication and commerce focused channels that exist on a technology platform and are used by many people” What is digital presence Consumers/ end users
  4. 4. “Digital presence is a content-rich communication and commerce focused channels that exist on a technology platform and are used by many people” What is digital presence Consumers/ end users Content management Backend services Product information management Frontend applications (web, mobile…)
  5. 5. “Digital presence is a content-rich communication and commerce focused channels that exist on a technology platform and are used by many people” What is digital presence Consumers/ end users Content management Backend services Product information management Frontend applications (web, mobile…) Key themes & messages Purpose of the content Product & content taxonomy Content model Content creation SEO Publishing workflows
  6. 6. “Digital presence is a content-rich communication and commerce focused channels that exist on a technology platform and are used by many people” What is digital presence Consumers/ end users Content management Backend services Product information management Frontend applications (web, mobile…) Key themes & messages Purpose of the content Product & content taxonomy Content model Content creation SEO Publishing workflows Product & Product data Cross & upsell Online sales strategy KPIs & Measuring
  7. 7. “Digital presence is a content-rich communication and commerce focused channels that exist on a technology platform and are used by many people” What is digital presence Content management Backend services Product information management Frontend applications (web, mobile…) Key themes & messages Purpose of the content Product & content taxonomy Content model Content creation SEO Publishing workflows Product & Product data Cross & upsell Online sales strategy KPIs & Measuring Consumers/ end users Content producers Data managers Customer support Developers Admins Graphic designers
  8. 8. Product recommendation Consumer Experience for
  9. 9. Product recommendation Product recommendation Types of impulse purchase What kind of product is most suitable per type of impulse purchase ● Pure impulse purchase ● Suggestion impulse purchase ● Reminder impulse purchase ● Planned impulse purchase Experimental Goal-oriented Purchase behaviour Context The context where the product recommendation is presented to the consumer ● Editorial ● Product page ● Add to cart ● Checkout flow Sales tactics How the recommendation is presented to the consumer ● Social proof (most popular, most recommended, top sellers) ● Authority (staff picks) ● Consistency & commitment (recently viewed) Business drivers Campaigns, product availability, other commercial drivers
  10. 10. Consumer Experience cannot be designed in vacuum • It is not enough to know the dreams and needs of the end-user, but you also need to understand what is involved in delivering the experience! • What are the key ingredients in delivering the digital customer experience? • What is in the scope of the “digi-team” and who else in the organisation needs to contribute and how? • Do people in “non-digital related” jobs understand that they in fact have a key role in delivering the digital customer experience? • How to make this cross-organisational co-operation work?
  11. 11. Further reading https://research.libraries.wsu.edu:8443/xmlui/bitstream/handle/2376/387 /d_parboteeah_072805.pdf?sequence=1 http://www.persuasion-profiling.com/downloads/
  12. 12. Thank you! Twitter: @tuijar Linkedin: https://fi.linkedin.com/in/tuijariekkinen Slideshare: http://www.slideshare.net/TuijaRiekkinen http://talentbase.fi

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